The Use Motivation and Credibility Perception on Campaigning Social Network Sites:During the On-going Change of Web 2.0

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Title:	The Use Motivation and Credibility Perception on Campaigning Social Network Sites:During the On-going Change of Web 2.0
Authors:	YunLin, Hsieh
Contributors:	Department of Information Communication Chen Chi-Ying
Keywords:	social websites;political communication;reliability;usage motivation;electoral marketing
Date:	2012
Issue Date:	2012-11-18 09:04:50 (UTC+0)
Publisher:	Asia University
Abstract:	In the 3-in-1 election held at the end of 2009, it was fashional to set up blogs. Because of easy creation and low cost, blogs instead of official website were widely used by candidates as an important platform for releasing latest information to the public. In the Five-city mayor election 2010,community based microblogs such as Facebook became popular and was taken to broadcast personal information of candidates. By the 2012 presidential election, a mature campaigning social network website (SNS) model with Web 2.0 features was established. Accordingly, the 2019 election was defined as the “blog well-applied period”, the 2010 election was defined as the “blog and microblog transformation period”, and the 2012 election as the “microblog well-applied period”. This study analyzed applications of the SNS in the last three elections in Taiwan through online questionnaires. We tried to investigate user’s reliance, motivations, and credibility perceptions of the campaigning SNS during the transforming progress in political media applications. Results showed a decline in people’s motivation as well as reliance to use campaigning SNS. The decline was probably associated with the fading of attraction of this new medium or the increasing use of mobile telecom for domestic people. Reliability of campaigning SNS was particularly and unexpectedly higher in 2010, probably because the election held in that year was merely a regional election. Keywords: social websites, political communication, reliability, usage motivation, electoral marketing
Appears in Collections:	[Department of Information Communication] Theses & dissertations

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